We are delighted to be working with the award-winning Ware Operatic company, in promoting their upcoming production of The Witches of Eastwick (opening February 2014).

Based on the novel by John Updike, and having previously been adapted into a successful Hollywood movie (1987), this modern musical follows a group of three women who fall under the spell of the devilishly charming Daryl Van Horne.

Opening in 2000, the stage musical had a reasonably successful run in the West End but was certainly a brave choice for a regional theatre company to attempt.

The company approached us in November 2013 to help them promote the show. Unlike safer musical staples such as Oliver or Fiddler on The Roof, this relatively unknown production would need a more high-profile marketing campaign to secure ticket sales.

The story/ show has an obvious female appeal. We identified a target audience of 40/50-something women living in the local (Hertford) district; women who would remember the (1987) movie. Our aim was to encourage them to see the show with groups of their (female) friends.

The campaign would be based around one central marketing idea – "Which Witch are you?". This PR campaign would ask prospects to explore the three main protagonists and question which they identified with the most. The campaign is to be co-ordinated across social media, local news media, email marketing and point of sale (theatre foyer).

This will be backed up with a "witches night" sales promotion. To encourage larger groups of women to see the show (as a "girls night out") an offer of one free ticket for every group of three women (witches) on certain evening performance(s).

We look forward to seeing the marketing campaign take off and wish the company well in the production. Break a leg!